Now complete, "Bluelet" was placed on the market in June 1969 after undergoing careful test marketing as had been done with "Ammeltz". The salesmen in charge took similar questions as to the future ahead - "How do you use this?" "Where should I place it?"

Such reactions were expected. In 1970, only 21,350,000 people in Japan were using flush toilets out of a total population of 103,120,000 - a rate of 20.7%. There were also many who did not understand how to use the product, even though they owned flush toilets. For many years there had been quite a few accidents in which newspapers or chlorine cleansers had been poured into septic tanks.

Sales increased and conquered such various unfavorable circumstances, albeit gradually. Still, the product's rise cannot be said to have been as positive as that of "Ammeltz". It took several years for it to reach the point of profitability. But now "Bluelet" has become an indispensable household product in Japan through improvements in aggressive sales promotion and the increasing rate of flush toilet usage. Once used, the repeat purchase rate is high, with 100 million products having already been shipped, making this a typical long-seller item. The results of the detailed research at the time of its development are alive and well. In order for Kobayashi Pharmaceutical to become a true development initiative company, advances into new unconventional fields were undoubtedly required, and the first round fired was "Bluelet".

Following this came the denture cleaner "Polident" in November 1970 and the start of sales of the deodorant "Sawaday" developed in May 1975." Sawaday" was the memorable product by which Kobayashi Pharmaceutical entered the deodorant market. At first, the development of "Sawaday" proceeded as a product to be placed in living rooms and other rooms. At this time, then-Product Division Director and Managing Director Kazumasa Kobayashi and Product Operations Division Vice President Yoshio Yamane traveled to Hiroshima. They took a taxi from the station and noticed a pleasant scent drifting throughout the interior of the car.

"Driver, what is that scent?"

Seeing that they had noticed this, the driver responded, "Oh, my wife bought that at the supermarket. She said maybe my customers would like it."

As they got out of the taxi, Kobayashi said to Yamane, "Let's hurry up and develop something like this. Deodorants are something that will sell for sure. Even though prudent theories may exist in the company, there are a lot of people who live in cramped homes and worry about unpleasant odors."

Managing Director Kobayashi was not the kind of executive who waited for the appearance of a trial product when he ordered a development. "Sawaday" also underwent trials one-by-one, with developers using their noses to check all points. And that was not all - they actually took the product home, checked it out under real-world conditions, and gave the development staff further instructions. Data was carefully collected, and after deliberation the decision was made to manufacture the first product for bathroom use. The 300-yen price range was markedly inexpensive at the time, and was set to allow housewives to buy the product easily. In this manner "Sawaday", which underwent careful market research and was placed in storefronts, showed explosive sales from the beginning. Users recognized it as a bathroom product (a first for Japan), its convenient price, its new design, and above all else, as an effort by the development staff.

Related products were later developed for "Sawaday", which grew to become Kobayashi Pharmaceutical's main product line. The automobile freshener "Car Sawaday" went on sale in August 1977, the room freshener "Kinmokusei" in September 1978, "Gomi Sawaday" in April 1979, and "Kaori no Ningyo" ("Fragrant Doll") in October 1980.

Now, the market shares of Kobayashi Pharmaceutical are so high that imitations cannot compete, and the company is stable in the deodorant market.